A Brief Analysis Of The Relationship Between Marketing Strategy And Design Packaging

October 19th,

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The design idea is actually a starting point. In the process of creation, many of our designers ask not to interfere with his design inspiration, and try to tell a conceptual understanding as little as possible so that the design can be implemented because the design requires a relaxing and free playing space so that there will be good works.

In the planning industry, many colleagues have done the same, but is it very successful?

I don't think so. Of course, this kind of play is necessary. I advocate professional people doing professional work, but this state can only be in the beginning, and its starting point is to return to the design product itself, so planning ideas occupy a leading position.

Why do we say so? Because our market is immature, and this immaturity will take a long time. All of our display carriers are in line with this market demand, which is why the local enterprises will always co-exist with foreign enterprises.

Let's take an example: we have helped a company design a product package, which shows that it is a local company, and the product is intended to be an international brand. The product is a cosmetic about the material of science and technology.

The design considers that white is the dominant color, and the small mark is used to reflect the scientific and technological quality of products.

In this regard, we will discuss, about white main color, good, is able to reflect the atmosphere and quality, usually some international big brands do, for example, Shiseido.

But choosing this main color requires one thing -- enterprise strength.

"Shiseido" is written on a white paper box. Some people will buy it, and buy it safely, which is the foundation of brand value.

However, we have to consider a factor. Although the local company is known to have a foreign background, it can not be reflected for a while, and it can not be branded at home. So choosing white tone is not very good at present.

Another major reason I think design is to serve the planning is a basic principle of ours.

The survival and development of domestic enterprises are fundamental.

We have to think about the long line in the market, but we have to start from the short line. Therefore, we must highlight ourselves on the terminal (shop display), which is also the function of advertising.

Packaging is the first feeling for consumers. Just like blind dates, it is not desirable. First, it is the first impression, and the goodwill is established, so that it is possible to buy a deal.

Consumers are not as rational as we think, especially women.

Therefore, the white is too elegant and elegant, and it can not form visual impact on the terminal. Let's think about it. The display of the product is two to one row. It is white. In the display of the shop, we are all white and weak in vision. It is very important for a new product to attract consumers' eyes.

What we have to worry about is that we are not yet a first-line brand. Dealers will always place our products in a non dominant position at any time.

Clearly, the starting point of our design is clearer. In reality and dream, we will skillfully build a platform to pursue branding, and start with the first color. We should also take into account the size of the outer package (the color of the display is maximized), the material (different materials will have great influence on printing), the color association (feminine psychology) and other factors, so that the design can enter the initial stage.

On the breakthrough of design

The design often gives me a sense of constraint. On the one hand, he wants to constantly break through himself. On the other hand, he will have some limitations of the realistic factors. How do they coordinate? Therefore, a good idea often comes to be changed beyond recognition.

Do we design rules or originality before? I think this is just the opposite of the starting point of design. Do not give too many rules to the design. This rule is called font, color, logo, size, and so on. These are all well made regulations and regulations.

We need the original creative design.

With regard to packaging design, good packaging will never come down in one continuous line. It always breaks through and innovating. Only one good work can be done. There is nothing that can not be done but not. In a dream of Red Mansions, Lin said that poetry should pay attention to confrontation and rhythm, but once there are good sentences, it can not be considered so much.

That is to say, design should give full play to individuality in a reasonable space.

Finally, the design is to return to the brand concept, globrand.com product concept and company concept, and our vision for the future development of the product.

Therefore, individuality and creativity are very important. We emphasize that we must develop our own spirituality and individuality.

In addition, about

On practicability of design

These two are also the products of non adjustment. Though practical, they are also beautiful, but there are still many problems in reality.

Even if it is just a product's outer packaging design, we should take into account many factors in the design. We also need to provide a series of design suggestions for customers. For example, the outer packing box should take into account the pressure of packaging. For example, the display rack should take into account the maximum visual angle of display, such as DM, must be coordinated with packaging.

For example, when we design a package for an enterprise, it involves an opening problem, because the product is emulsion like, and it has a falling property when it is displayed. For example, when designing the external rip of a package, we usually consider whether we can pull over the edge (that is, along the edge of the package), if the back is, the inner package is positive or negative after the tear is opened. If the front is positive, then when we display / pport, the positive outer packing will be wrapped in the reverse side, so that the packaging surface will not be uneven. If it is torn open, it is just a positive inner package, which is impolite.